National Advertising Division Recommends Solawave Discontinue Certain Claims for its Advanced Skincare Wand

New York, NY – January 6, 2025 – As part of its routine monitoring process, BBB National Programs’ National Advertising Division recommended Solawave Inc. d/b/a Solawave discontinue certain express and implied claims for its SolaWave Advanced Skincare Wand.

The National Advertising Division’s (NAD) inquiry focused on claims representing the product’s dramatic performance benefits. After receiving NAD’s inquiry, Solawave modified the challenged claims to include a disclosure that said, “based on a 30-day consumer perception study on 60 people, ranging from 25 to 60.” NAD reviewed the claims as modified. 

To support the challenged claims, Solawave submitted results of a 30-day in-home use test (IHUT), designed to evaluate the effectiveness of its Advanced Skincare Wand, as well as user-submitted before and after photos demonstrating its efficacy. 

NAD determined that the IHUT’s methodological flaws, including the lack of a washout period and that participants could continue using anti-aging products during the study, rendered it insufficiently reliable to support the modified claims.  

The IHUT’s subjective user evaluations are insufficient to support the challenged objective performance claims. NAD accordingly recommended that the challenged claims “smooth fine lines,” “fade blemishes,” “increase firmness,” “decrease puffiness,” and “boost skin’s glow,” together with claims touting the percentage of users who observed the results, be discontinued. 

Regarding the “before” and “after” photos, NAD concluded that the use of the consumer-submitted photographs to depict measurable improvements over the 30-day period were not sufficiently reliable to depict measurable improvements and may overstate what consumers can reasonably expect to achieve when using the product. NAD recommended that the challenged “before” and “after” photographs be discontinued.  

During the proceeding, Solawave informed NAD that it voluntarily discontinued certain challenged claims. These claims will be treated, for compliance purposes, as though NAD recommended they be discontinued.  

In its advertiser statement, Solawave stated that although it “disagrees with NAD’s decision,” and “maintains that [its] study...substantiates its product claims,” it will “comply with NAD’s recommendations.” 

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